In brandjacking, a third party creates the impression of being an official representative of a particular brand. Under certain circumstances, this can be based on intent, in order to deliberately damage the company in question. However, it can also occur without intention and out of good will.
For example, someone opens an account on social networks for a small business because he is a regular customer there and likes the store. However, the owner doesn’t know about this online presence. This also falls under the term brandjacking and can cause damage despite positive intentions if the online presence does not match the image of the business.
How should companies deal with brandjacking?
Brandjacking is a particular problem on social networks. It is important that companies constantly monitor the activities on Facebook and Co. with appropriate tools. In this way, they can quickly notice brandjacking and limit the potential damage. If they identify such accounts, the following steps are recommended:
- In the case of well-intentioned accounts, they should point it out in a friendly manner.
- In other cases, a warning is suitable and, if there is no reaction, legal action. As a rule, companies can invoke trademark law. If brandjackers use graphics and photos of the company, the copyright law is also applicable.
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